Gym Infrastructure: We’re All Just Dogs Chasing Cars


What if I were able to bring 30 new members into your gym this week? Would that be a positive influence on your business? What would you do when you got them?

Most of you would probably trade a vital organ to see a spike in membership, but in my opinion, most of you are putting the cart before the horse. 

With every acquisition of a new member comes a responsibility. You are now tasked with the duty to properly educate yourself on that individual, enroll them in appropriate fitness program (private, group, specialty, etc.), and execute a system of routine quality control checks during the time as a customer.

More members = more work. 

Most gyms would be thrilled at the onslaught of a 30 new members initially, but a 3-month checkup would probably find that havoc was wrecked on their intake systems, the quality of service wasn’t maintained, and retention rates were laughable at best.

Do you need more members? Yes. But what you need is an infrastructure in place that allows for either a slow drip or a gushing waterfall to be managed effectively.


Your intake systems should look the same whether you’re closing one membership per month or twenty. Each new member should have the same experience:

  • Required consultation
  • Introductory private session or group class
  • Membership options presentation (give them choices to buy, not chances to walk)
  • A pipeline that sets them up for long-term success (private coaching + group class + recurring goal setting appointments + nutrition coaching, etc. etc.)

But how often is the roof on fire at your gym and a new member gets thrown into a group class that is power snatching or kipping? How many times have you signed up a new member and enrolled them in your cookie-cutter model, even though they have given you very specific training goals? 

Will CrossFit help Sally lose 15lbs for her wedding? Sure will. But is group class really the best solution when Sally is 50+ overfat and suffers from previously torn ACL? Fuck no.

Will group class help keep John’s motivation peaked and spark his competitive mindset? You bet. But is group class really the best option when John has the flexibility of a brick? Not exactly.

Make sure your service has multiple avenues for clients to arrive at the same goal - aesthetics, fitness, and wellness. If you only have one door for people to walk through, you might as well go ahead and install a revolving door…’cause you won’t be keeping them for long.

About The Author

Stu is a 15 year student of strength & conditioning and was fortunate to find CrossFit in 2006. Since then he's dedicated his life to building a fitness business simply based on the pursuit of excellence. From humble beginnings making 3 figures running workouts in a park to building a million dollar gym, he's now ventured into business consulting for gym owners looking to chase their dream. You can find his content on FB and IG @wtfgymtalk.